Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Men's Grooming in Spain

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Executive Summary

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Men start to take care of themselves

Traditionally, Spanish men were less interested than women in fashion trends and looks. However, things are changing rapidly in the country.

Men only want hair on their faces

One of the key trends amongst Spanish men is the hipster look, which is set to continue in the forecast period. This trend resulted in the number of Spaniards shaving their beard declining.

More products for men

Spanish women used to carry out the bulk of household chores. However, things are changing, with men increasingly in charge of homes as the number of divorcees and singles grows, but also as household activities are increasingly shared between men and women.

COMPETITIVE LANDSCAPE

Shaving shapes the leading company

As men’s shaving is the largest category within men’s grooming, the leader in men’s shaving, Procter & Gamble España, led overall in value terms in 2017. The company saw its share increase in men’s shaving in 2017.

The leading innovators

In line with the review period, Axe from Unilever was the leading brand within men’s grooming in 2017. Grupo Unilever España strengthened its lines in men’s deodorants, in which it is active with the umbrella brand Axe.

Skin care will be a source of innovation

In the coming years, men’s skin care is set to be one of the categories to see the most launches, and is expected to record growth over the forecast period. According to the Spanish Plastic Surgery Association (SECPRE), the number of plastic surgery procedures is increasing amongst Spanish men, with Botox injections and other rejuvenating surgery attracting the most interest.

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